In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.

Best Moments:

(02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting

(07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media

(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution

(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up